This ad campaign is backed by Humane Watch, an extension of Washington PR exec Rick Berman's Center for Consumer Freedom (CCF). The CCF has admitted that they receive support from restaurants and food companies, which makes sense, as most of their efforts seems to go towards opposing legislation that negatively affects the food and beverage industry.
So, why should The Humane Society be the victim of CCF's wrath?
Well, the answer likely lies in the CCF's anonymous sponsors, and it almost assuredly has nothing to do with the dogs and cats the Humane Society helps.
CCF's senior research analyst Justin Wilson tells Mother Jones that The Humane Society "seek(s) to use ballot initiatives and lobbyists to change laws in ways that are not in line with consumer demand." Essentially, The Humane Society is a target for Rick Berman due to its extensive opposition to certain consumer and agricultural laws which allegedly support animal cruelty.